- 農業経営研究 (ISSN:03888541)
- vol.50, no.3, pp.1-16, 2012-12-25 (Released:2015-05-25)
Many prefectures have created new strawberry varieties. However, the process of naming varieties has not been studied until now, and thus remains unclear.
This study examines the strategies which a prefecture can take in naming strawberry varieties. It also presents the results of an analysis of variety names using consumer research, and thus aims to learn the naming method which best suits a prefecture’s strategy. The varieties analyzed for this study are: “TOCHIOTOME,” “SACHINOKA,” “SAGAHONOKA,” “BENIHOPPE,” “AMAOU,” “FUKUHARUKA,” “FUKUAYAKA,” and “MOUIKKO.” The results are as follows:
First, the strategy which a prefecture takes is best explained by prefectural production practices and whether other prefectures are engaged in cultivation. There are two strategies which a prefecture that is characterized by a limited production scale and a limited market share can take. One is a strategy in which it captures a larger market share by allowing another prefecture cultivation rights to the variety, and a second aims at branding its product as local without permitting another prefecture to cultivate the variety. When permitting cultivation in another prefecture, it is effective that the name of the creating place is not included in a variety name. When aiming at branding a product as local, it also is effective that the name of the creating place not be included in the variety name. On the other hand, for prefectures with a big production scale, it is effective to include the name of the creating place.
Second, the effectiveness of variety names was examined using consumer research. The consumer research was conducted in Fukushima Prefecture. The features of a variety name with consumers’ high evaluation are “it seems to be delicious,” “it being easy to memorize,” “it is lovely and pretty,” and “it is humorous and entertaining.” When it is hard to memorize similar variety names, evaluation is low. Moreover, suggestive images and nuance are the elements which influence evaluation of a variety name. An evaluation of sound symbolism performed beforehand was also checked using the results of the consumer research, and showed the importance of nuance. Although the name of a creating place is transmitted to consumers through suggestive images, the effect which improves comprehensive evaluation is small. When information is transmitted to consumers in a humorous and entertaining manner, the comprehensive evaluation of a variety name is comparatively poor.
The implication of this study is that variety naming conforms to the strategy of the prefecture which creates the variety.